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Personas to inform and inspire service innovation

In a follow-up project to the early explorations, STBY was asked to develop a series of personas for Southern Water. Again, we worked closely together with the Design Council team on this project. The main objective of the project was to develop a better understanding of how consumers perceive their water consumption, and of their attitudes towards new ways to monitor this. Based on this understanding opportunities for new services and tools to support consumers in managing their water consumption were identified.


STBY conducted an in-depth ethnographic study among 23 households in South East England, identified 4 distinct personas, and visualised those in a series of videos and a full colour A2 poster.

role: research manager


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